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February 4, 2008

Major UK food brand launches tasting tour

Weight Watchers food range, the UK’s 14th largest grocery brand, is launching an eight-week roadshow to increase awareness and sales of its healthy range of hot and cold foods, as well giving people the chance to taste its products.
The tour showcases products from three major licensees (Greencore, Warburtons and Yoplait), which hold the license to manufacture Weight Watchers Chilled Meals, Bread and Yogurt & Dairy Dessert ranges, respectively. It is the first time these licensees have come together to run a coordinated promotion of this nature.
A bespoke sampling stand, complete with menu board and meal ideas, will visit a host of retail stores from 22 January. Trained brand ambassadors will be on hand to encourage trial of a selection of the relevant Weight Watchers hot and cold foods. To create a theatrical feel, and to extend the reach of the campaign, a demonstration chef will talk through the preparation of the samples using a head microphone.
To drive immediate sales, consumers will be given an information leaflet containing money-off coupons. In addition, anyone who buys three Weight Watchers products on the day can return to the stand to collect a free Weight Watchers Kitchen Timer.
“Many consumers know that Weight Watchers is the expert in weight management and understand that our food range is all about keeping fat and calories to a minimum,” said Weight Watchers marketing manager Jennie Dettmer. “What they aren't always aware of, though, is how good the range tastes, and this is where the roadshow comes in. We're really proud of our range and want as many people as possible to discover for themselves just how great it all tastes!“
Meanwhile, Bruce Burnett, managing director of i2i Marketing, which designed the roadshow, said: “We’re delighted to be working with Weight Watchers on this important campaign. The roadshow is purposefully timed to tap into the nation’s New Year healthy eating resolutions and introduce thousands of consumers to the taste and functional benefits of Weight Watchers foods.”
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